CONSTELLATION WINE & SPIRITS
MEIOMI
IDENTITY, PACKAGING
THE SITUATION
Meiomi, the brand with the #1 selling Pinot Noir in the US, had identified a growth strategy that included premiumization and a further expansion into new varietals and formats. Constellation Brands asked us to evolve the Meiomi design system to elevate value perceptions and enable the brand to seamlessly expand its portfolio through clear SKU differentiation.
THE SOLUTION
The branding refresh premiumizes and improves shop-ability, while retaining the brand’s key equities – so that when consumers look at new packaging, they recognize the same brand they know and love.
THE EXECUTION
The design solution focused on opening up space to create a more premium look and bring focus to the different varietals. Reducing the romance copy elevated by simplifying, while centering the iconic California bear emphasized the importance of the brand’s California growing region. Nuanced touches to the label frame and the bear increased premium-ness, and adding the varietal name to the closure further signaled difference.
THE RESULTS
The evolved Meiomi design outpaced the higher-end wine segment in dollar sales and volume growth, and the Meiomi brand continued to grow through innovating new a new line with the new design as its foundation.
IMAGES © TRINITY BRAND GROUP